7-Eleven Agrees to Full-Census With Nielsen

SCHAUMBURG, Ill. -- Nielsen from sample to full-census cooperation. The expansion will increase 7-Eleven’s store count in Nielsen's convenience store service from 3,100 to 6,500, bringing Nielsen's total convenience store count to 17,500 in 2012.

The new agreement opens the door to developing additional analytical capabilities for consumer packaged goods (CPG) manufacturers and 7-Eleven.

"With more 7-Eleven stores' information available through Nielsen, CPG manufacturer partners can access information that offers more detail and wider geographic representation of the convenience store industry," said Jesus Delgado-Jenkins, 7-Eleven's senior vice president of merchandising, marketing and logistics. "The additional sales information strengthens critical decision-making, which ultimately drives improved analysis of consumer needs and buying trends."

"Our agreement with 7-Eleven underscores our continued investment in and commitment to the convenience store channel," added John Lewis, president and CEO, Consumer North America, Nielsen. "Nielsen offers the most representative view of the convenience channel in the information and measurement industry."